新时代背景下提升公立医院宣传工作水平探索

新时代背景下,公立医院宣传工作面临着重要机遇和严峻挑战。以首都医科大学附属天坛医院为例,从传播形式、传播媒介、资源投入、宣传内容、人员素质等方面分析了公立医院提升宣传工作水平的可行路径。面对日益丰富的传播形式和传播渠道,公立医院宣传工作要分类管理,针对不同受众人群,采用不同传播平台,制作不同的传播内容;要适当加大对宣传工作的资源投入,引进宣传人才,提升队伍素质;围绕医院重点工作,传播医院正能量事迹,宣传优势学科,形成品牌效应。

Exploration on improving the publicity work of public hospitals in the new era

In the new era,public hospitals'publicity work faces important opportunities and severe challenges.Taking Beijing Tiantan Hospital,Capital Medical University as an example,this article proposes the method for public hospitals to improve the level of publicity from the aspects of communication form,media,resource input,publicity content and personnel quality.In the face of increasingly diversified communication methods and channels,public hospitals'publicity work must be classified and managed.For different audiences,different communication platforms should be used to produce different communication content.Public hospitals should appropriately increase the input of resources for publicity work,introduce publicity personnel,and improve the quality of the team.The publicity work should focus on the hospital's key tasks,spread the positive energy deeds of the hospital,publicize the superior disciplines,and form a brand effect.